Recently over the holidays I received what at first glance, looked like an attractive offer from one of my credit card vendors. It was for a free companion flight to Europe if I spent a certain amount of money before the end of the year. The ironic part of this marketing piece is that this credit card company knows that I do not have the credit limit on this card to hit the dollar spend required in the last month of the year. It was impossible from a very simple data point level to spend the money required on that card to reap the benefits.
Now this is a B2C issue but I think we see this often in B2B as well. Consistently some marketers continue to utilize poor list sources. I recently received a prospect list from a major client with a major list vendors Database for us to utilize on a campaign. Wells Fargo was on the list with 5 contacts including only 2 total contacts that were relevant to the campaign. When you look up WF in Jigsaw there are over a 1000+ IT professionals available. How can companies have such discrepancies in their databases and or their vendors? I believe this comes down to a lack of internal skill sets within these marketing organizations around list analytics and or marketing intelligence skills and also that some marketers skip valuable simple steps. If the credit card company would have run a quick equation on my limit, my annual spend on that card they could have saved a few bucks and not even sent that color direct mail piece to me. Same goes for B2B marketers. Take the time to analyze data points and data bases and your outcomes will that much more measurable and possible.